Betterment runs an online retail storefront that sells branded apparel, accessories, and gifts. Customers can buy items such as t-shirts, hoodies, onesies, beanies, mugs, and tote bags through the brand’s online shop. The products are designed and marketed with a focus on promoting happiness and a better lifestyle under the motto “Wear Betterment. Pursue Happiness.” Revenue comes from direct sales on the online platform, with prices set regularly and occasionally discounted, leveraging economies of scale as sales grow. Compared with other online retailers offering niche branded products, Betterment differentiates itself by a broad, lifestyle-focused lineup and a clear happiness-centric message aimed at a wide range of customers. The company’s goal is to grow a direct-to-consumer business that makes branded, feel-good merchandise accessible to many shoppers while driving profitability through high-volume sales.
Company Size
501-1,000
Company Stage
Series F
Total Funding
$435M
Headquarters
New York City, New York
Founded
2010
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Health Insurance
Dental Insurance
Vision Insurance
Life Insurance
Disability Insurance
401(k) Company Match
Unlimited Paid Time Off
Wellness Program
Betterment Advisor Solutions has launched Unified Managed Accounts (UMAs), enabling advisors to combine multiple investment strategies within a single client account. The platform allows advisors to blend Betterment's model marketplace portfolios with custom strategies as distinct sleeves whilst maintaining coordinated rebalancing and automated tax management across all holdings. CEO Sarah Levy said advisors consistently requested tools to deliver personalised portfolios at scale. The UMAs feature lets advisors configure each investment sleeve independently while Betterment coordinates tax-loss harvesting and rebalancing across strategies. The launch follows Betterment's model marketplace expansion earlier this year, which added portfolios from Goldman Sachs Asset Management, State Street Investment Management, and Vanguard. The company indicated UMAs will support future direct indexing capabilities.
Betterment turns Drake Maye's perfect Spiral into 'breaderment' Created by Another Thing, the campaign sees Ann Michael Maye transform Drake's football 'Perfect Spiral' into a limited-edition cinnamon swirl loaf Editorial Series Campaigns and creative work from across the globe, all in one place. New England Patriots Quarterback Drake and his wife Ann Michael Maye have partnered with wealth management platform Betterment for new national 'Breaderment' campaign from Another Thing, which features Ann Michael creating the 'Perfect Spiral' cinnamon swirl bread. The partnership ties in nicely because Ann Michael is a baker and has become widely known on social for her baking content. "When Betterment came to us with the idea for the 'Breaderment' campaign, I thought it was the perfect way to bring Drake and me together for something we both enjoy. I love baking, he loves football, and somehow we ended up turning 'making bread' into actual bread. It felt like a really fun way to bring both of us into the idea," said Ann Michael Maye. To celebrate the campaign, Betterment and Ann Michael have teamed up with Boston's Flour Bakery and co-founder Joanne Chang to recreate the limited-edition loaf at participating Flour locations October 2-8th, while supplies last. The loaves will be available for free while supplies last. Customers simply need to say 'BREADerment' at the register.
Betterment brings ai-powered client onboarding to advisors. 6 hours ago Betterment. (2026, September 24). Betterment brings AI-powered client onboarding to advisors. PR Newswire. https://www.prnewswire.com/news-releases/betterment-brings-ai-powered-client-onboarding-to-advisors-302888703.html * Betterment launched an AI-powered document reader within its Advisor Solutions platform to streamline client onboarding for registered investment advisors. * Advisors upload brokerage statements and the AI parses them to populate transfer request information in approximately 30 seconds, replacing manual data entry. * CEO Sarah Levy said the release extends Betterment's 15-year effort to democratize wealth management, describing AI as "the next expression of that work" and enabling "a smoother first experience for new clients." * Customer data does not train AI models and sensitive information receives encryption protection. * The release follows earlier AI implementations including an AI-enabled Account Recommender for retail customers and Custom Portfolios with AI Insights. * Betterment plans additional AI applications across all business divisions before year-end 2026, including agentic workflows and Model Context Protocol releases for its advisor platform. * The company serves over 1 million customers and approximately $70 billion in assets across retail investing, workplace retirement plans, and RIA custodial services.
Betterment has launched an AI-powered document reader for its advisor custody platform, Betterment Advisor Solutions. The tool allows advisors to upload client brokerage statements directly, with AI automatically populating transfer requests instead of manual data entry. The feature aims to streamline client onboarding, enabling advisors to set up transfers in as little as 30 seconds. Advisors can review details and set portfolio strategies within the same workflow. CEO Sarah Levy said the company plans to make platform data available to agentic workflows before year-end, followed by an MCP release. The feature is available now to all advisors on the platform. Betterment serves over 1 million customers managing more than $70 billion in assets across retail investing, workplace retirement plans, and advisor solutions.
Betterment Advisor Solutions launches AI Document Reader. The new tool automates brokerage statement uploads and transfer requests, meant to cut account opening time. Davis Janowski, Senior Technology Editor, Wealth Management September 24, 2026 Want a quick summary? Betterment Advisor Solutions has launched an AI-powered document reader within its client onboarding experience that is meant to further automate the process of account opening. The document reader, built internally, allows advisors to upload client brokerage statements directly (often as a PDF), with AI populating transfer request details automatically, building on Betterment Advisor Solutions' digital onboarding that helps advisors set up transfers in as little as 30 seconds, according to the company. The tool adheres to Betterment's privacy and security standards, with customer statements not used to train AI models and sensitive data protected with encryption, among other security measures. The document reader joins Betterment's other AI features including an AI-enabled Account Recommender and Custom Portfolios AI Insights for retail customers and an AI Plan Benchmarking tool for retirement plan sponsors. Asked whether Betterment has built AI-notetaking tools or agents for its advisors, Alison Considine, who heads up strategy and business development at Betterment Advisor Solutions, said these were areas the unit was exploring. "Feedback from advisors helps inform our decisions for what is next on the roadmap," she said, hinting that such products might be coming. Betterment plans to make data from its new AI Document Reader available to agentic workflows in its advisor application before the end of the year, followed by an MCP release, according to CEO Sarah Levy in a prepared statement. The AI-powered document reader is available now to all advisors on Betterment Advisor Solutions. Betterment, which launched in 2010, later built Betterment Institutional in 2014, which then became Betterment for Advisors, and in 2024 was rebranded to Betterment Advisor Solutions. Senior Technology Editor, Wealth Management Davis Janowski is a New York-based technology journalist whose work spans consumer, business and the FinTech sectors. Prior to his six years with WM, Janowski worked for Forrester Research as an analyst covering Digital Wealth Management. In edition, he has worked for two FinTech startups, Wealthfront and New York-based FeeX, Inc. (now Pontera). His work covering the advisor tech space began in 2007 when he joined InvestmentNews as the advisor industry's first dedicated technology reporter. His start in tech journalism began as an editor with PC Magazine in 1999 where he later served as an analyst and reviewer. His work has appeared in The New York Times, Wealth Management., Financial Planning, RIABiz, InvestmentNews, PC Magazine, numerous blogs and several books, including Technology Tools for Today's High Margin Practice. He has also been a speaker and moderator at numerous industry conferences. Outside his day-to-day he is a senior guide for Manhattan Kayak Company in New York City.